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Created by:Richard ChohanRichard Chohan
{"id":924890,"type":0,"block_id":"100005201413813_1365840904","theme_id":32,"user_id":317541,"path":"Marketing-Managing-the-Communication-Process-Learning-Summary","title":"Marketing: Managing the Communication Process","pubtitle":"Marketing: Managing the Communication Process Learning Summary","tags":"","public":true,"publicAccess":true,"private_link_enabled":0,"thumb":"https://s3-eu-west-1.amazonaws.com/infogram-thumbs-200/100005201413813_1365840904.jpg","width":644,"copyright":"Sources: Documents and information from marketing 3211 course at KPU and the following links; http://www.empowernetwork.com/MartyMisner/consistency-is-key-to-achieving/ ----- http://visual.ly/7-side-effects-social-media -- http://www.business2community.com/marketing/inbound-marketing-the-new-seo-0121110 --- http://www.matthieu-tranvan.fr/webmarketing/ergonomie/les-6-principales-limites-de-lab-testing.html","properties":{"publishType":0,"transparent":false,"rtl":false,"export_settings":{"showGrid":true,"showValues":true},"whitelabel":false,"embed_button":"enabled","title_link":"infogram","custom_logo":"infogram","custom_link_url":"","embed_button_text":"Share","decimal_separator":".,"},"elements":[{"type":"particle","particle_id":10088098,"object_id":"a298949c-e9af-11e4-a037-7b5f270fdca9","particle_type":"maintitle","picture":null,"text":"Marketing: Managing the Communication Process","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":902321,"object_id":"1000052014138131365841145","particle_type":"bodytitle","picture":null,"text":"Types of Media","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902329,"object_id":"1000052014138131365841337","particle_type":"bodytext","picture":null,"text":"Paid Media: Costs money to promote the product or service","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902332,"object_id":"1000052014138131365841424","particle_type":"bodytext","picture":null,"text":"Owned Media: Create a way to promote the brand or organization","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902333,"object_id":"1000052014138131365841503","particle_type":"bodytext","picture":null,"text":"Earned Media: What others are saying about the organization","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902356,"object_id":"1000052014138131365842920","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365842920.png"},{"type":"particle","particle_id":902336,"object_id":"1000052014138131365841678","particle_type":"bodytext","picture":null,"text":"Sold Media: Promoting others' content for a benefit","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902341,"object_id":"1000052014138131365841956","particle_type":"bodytext","picture":null,"text":"Hijacked Media: Negative stories about the organization","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902363,"object_id":"1000052014138131365843092","particle_type":"bodytitle","picture":null,"text":"Consumer Behaviour","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902368,"object_id":"1000052014138131365843281","particle_type":"quote","picture":null,"text":"The fact is you should ignore most of what customers say","content_type":"","title":"- Phillip Graves (Behavior Consultant)","shrink":null},{"type":"particle","particle_id":902411,"object_id":"1000052014138131365844099","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365844099.png"},{"type":"particle","particle_id":902421,"object_id":"1000052014138131365844247","particle_type":"bodytext","picture":null,"text":"There are many examples of products that have been successful despite negative feedback from focus groups. Perception and framing is key in a successful campaign. Using data to understand what the audience wants will aid in developing a strong image. Monitoring the customers reactions both digitally and directly will ensure that the multichannel campaign is heading in the right direction.","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902473,"object_id":"1000052014138131365845049","particle_type":"bodytitle","picture":null,"text":"Creative Development","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902546,"object_id":"1000052014138131365846940","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365846940.jpg"},{"type":"particle","particle_id":902547,"object_id":"1000052014138131365846981","particle_type":"bodytext","picture":null,"text":"Creative briefs keep marketers on track and motivated. If a team forgets the goals they set out to achieve, they can refer back to this document. The brief should be specific, measurable, attainable, realistic and time-based (SMART). See the video below on why a creative brief is an assist in the development process. ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":902590,"object_id":"1000052014138131365847810","particle_type":"video","picture":null,"text":"//youtube.com/embed/RnZyc5LrVEs"},{"type":"particle","particle_id":904592,"object_id":"1000052014138131365882026","particle_type":"bodytitle","picture":null,"text":"Layout and Design","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":904587,"object_id":"1000052014138131365881985","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365881985.png"},{"type":"particle","particle_id":904617,"object_id":"1000052014138131365882491","particle_type":"bodytext","picture":null,"text":"Keeping all marketing activities attractive, entertaining, consistent and easy to read and understand is going to strengthen the message being sent. Colours, layout and functionality all play a part in how the audience perceives the message. Softer colours and an easy to understand layout ensures that there are no misunderstandings. Keep the audience in mind when sending a message and keep the message entertaining and persuasive when trying to attract a new audience. ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":904645,"object_id":"1000052014138131365883162","particle_type":"bodytitle","picture":null,"text":"Social Media","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":904678,"object_id":"1000052014138131365883716","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365883716.jpg"},{"type":"particle","particle_id":904679,"object_id":"1000052014138131365883781","particle_type":"bodytext","picture":null,"text":"When including employees to the social media mix make sure they know the four P's (Purpose, big Picture, Plan, my Part) and have the answers to the following questions: What’s happening?\nWhat are the consequences? \u000b What’s our plan?\nWhat do you want me to do?\n","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":904862,"object_id":"1000052014138131365886897","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365886897.png"},{"type":"particle","particle_id":904784,"object_id":"1000052014138131365885659","particle_type":"bodytext","picture":null,"text":"Social media allows users to access information on-the-go, while sharing and connecting with social networks that are constantly discussing their experiences and interpretations of many marketing initiatives. ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":904725,"object_id":"1000052014138131365884776","particle_type":"bodytitle","picture":null,"text":"Inbound Vs. Outbound Marketing","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":904736,"object_id":"1000052014138131365884871","particle_type":"bodytext","picture":null,"text":"Inbound marketers allow the customers to educate themselves about their product or service, while outbound marketers must push their product to their consumers through paid advertisements or promotions.","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":904924,"object_id":"1000052014138131365887960","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365887960.png"},{"type":"particle","particle_id":904927,"object_id":"1000052014138131365888009","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365888009.png"},{"type":"particle","particle_id":904878,"object_id":"1000052014138131365887109","particle_type":"bodytitle","picture":null,"text":"Better Safe Than Sorry","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":904964,"object_id":"1000052014138131365888593","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/1000052014138131365888593.gif"},{"type":"particle","particle_id":904966,"object_id":"1000052014138131365888610","particle_type":"bodytext","picture":null,"text":"Always test before implementation. One advertisement will have greater effect than another. Create, monitor, receive data and revise is the best process in ensuring functionality and overall quality of the media you are providing.","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":913504,"object_id":"1000052014138131366014464","particle_type":"bodytitle","picture":null,"text":"Summary","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":913509,"object_id":"1000052014138131366014545","particle_type":"bodytext","picture":null,"text":"Cater to your audience, ensure the media used in the integrated communications plan is relevant and helps attain the purpose of the campaign. The answer always isn't clear, focus groups and surveys will not always provide the best answer. Think from all perspectives, maybe the audience or demographic isn't right or maybe the campaign isn't convincing enough. Have a plan, planning will keep on track, focused and motivated. Also, have a plan B, if something is misinterpreted or in the case of a crisis, have a policy and procedure in place to keep the damage to a minimum. Finally, social media is currently a great way to connect, monitor and attract an audience. Consumers now want to be educated and social media provides the opportunity. Creating a strong social media presence can create strong brand recognition and trust within the global community. 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